Thursday, April 18News That Matters

The Rise of Vertical Video Content on Social Media – MarTech Advisor


The majority of people use smartphones to access social media platforms, so using vertical video content helps to suit their needs, hook potential clients, and stand one step ahead of your competitors, explains Hugh Beaulac, Content Strategist at MC2 Bid4Papers.

Back in 2012, when a “Say No to Vertical Videos” campaign was launched, recording and uploading a vertical video could cause an audience’s resentment. However, those days are far behind us: with 4.68 billion mobile phone users who hold their phones vertically 94% of the time, people produce and consume videos holding their gadgets upright. In short, it means a vertical video content format (9:16 aspect ratio) is on its rise.

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There are five major proofs of vertical video content boom:

1. The number of daily active users is growing rapidly

People consume video content more than ever: 59% would rather watch a video than read text, 55% watch online videos every day, and social video generates 1200% more shares than text and visual content. When it comes to vertical video, the more fans the format has, the more successful it is. Since the majority of vertical videos is published via Stories, it’s important to see how short-lived content is changing the industry.

First of all,  it’s important to pay attention to the number of users who access this format via social media: the community of Instagram Storie’s daily users has grown 5x times (totaling 500 million people) since its launch; WhatsApp’s status has hit 450 million users; Facebook messenger stories has 300 million users;and Snapchat has 173 million fans. All in all, it’s no wonder that Stories is growing 15x faster than newsfeeds, making it a perfect place for vertical video content.

2. Most social media platforms embrace vertical video content formats

Whether you use Facebook, Instagram, Twitter, Snapchat, or YourTube for business, you have an opportunity to give vertical video format a try. From short-lived stories and live streaming to a long-form vertical video application (IGTV), businesses of all sizes can create videos that promote their product and services the way it suits their audiences.

Moreover, all social media giants removed black bars on vertical videos in 2019, providing users with a more pleasant experience. What is more, the biggest video-sharing website, YouTube, claims that 70% of their watch time comes from mobile devices, so the company has launched vertical video ads to please users’ needs.

3. Mobile users watch vertical video content with ease

With the rise of modern technologies, consumer behavior has changed. Since 66.5% of adults worldwide own smartphones, marketers should adapt their strategies to provide a better user experience. In 2019, 96% of online video consumption is on mobile which means the vertical video format is in the demand. When marketers invest in vertical video creation, they take care of their social media followers who hold smartphones upright when surfing the internet.

4. Vertical video content is more engaging for users

Social media marketing isn’t new, so the majority of businesses run business accounts on social platforms to reach their target audience and deliver their brand messages. Working in a competitive environment, it’s important to stand out from your competitors. Thus, keeping up with constantly changing trends is a must. If you want to boost engagement, consider using vertical video, and here’s why: it has a 90% higher completion rate compared to horizontal videos; 79% of consumers claim that the format is more engaging; and 65% of people find brands using vertical video for their advertising to be “more innovative”.

5. Top brands achieve their marketing goals with vertical videos

Video content is considered to be more engaging and memorable, so top companies like Dunkin’ Donuts, Sephora, and Lululemon rely on this video format to achieve their marketing goals. From posting short Stories to uploading long-form videos to IGTV channels, these brands know how to build brand awareness, increase brand trust, and convert followers into customers with vertical videos that hook the attention. Not only can you reach more followers in a creative way, but you can also boost sales when you learn from top brands that crush it with the vertical video format.

Also Read: Preparing Your Marketing for Vertical Video

Final Thoughts

Even though human beings see the world in a horizontal position, consuming vertical video content is getting more natural as the majority of modern users access social media via smartphones. In 2019, vertical video content continues to get more and more fans on social media. No matter how big or small your business is, integrating vertical formats into your marketing plan is a must to satisfy your social media followers who crave for video content.

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